Edinburgh Trams Ltd
1 Myreton Drive,
Edinburgh, EH12 9GF
T 0131 338 5760
edinburghtrams.com
Registered in Scotland No. 96849
Vat No. 7900906 27
Mr Alexander Davidson
Email: xxxxxxxxxxxxxxxxxxxxxxx@xxxxxxxxxxxxxx.xxx
3 July 2019
Reference: 20190608
Dear Mr Davidson,
Freedom of Information (Scotland) Act 2002 – Release of Information
Thank you for your request for information of 8 June 2019.
Your request has been processed and considered under the terms of the Freedom of Information
(Scotland) Act 2002. Your request for information has been considered and information is provided
below.
1.
How many Twitter accounts are currently blocked by your @EdinburghTrams Twitter
account?
There are currently 30 Twitter accounts blocked by Edinburgh Trams.  This decision
has been undertaken under our Online Interaction Policy which I have appended to this
document and goes into detail our criteria surrounding how we moderate our social
media sites.  This can also be found on our website.
2.
Please can you provide a list of each of these Twitter accounts that are currently
blocked by your @EdinburghTrams Twitter account?
Under GDPR law, this would constitute personal data which we are unable to disclose.
3.
How many Twitter accounts are currently muted by your @EdinburghTrams Twitter
account?
There are currently zero Twitter accounts muted by Edinburgh Trams.
4.
Please can you provide a list of each of these Twitter accounts that are currently muted
by your @EdinburghTrams Twitter account?
There are currently zero Twitter accounts muted by Edinburgh Trams.
5.
How many staff are currently employed to run your Twitter account?
There has been no staff member specifical y recruited to run our Twitter account.

6.
Which depot or office or location are the people who run your Twitter account based
at?

All our staff are based at the Gogar Tram Depot, address as above.

7.
Do your staff who run your Twitter account solely do this job or do they do it as well as
other customer service work like answering phone calls and emails for example?

Those who run our Twitter account also fulfil positions within Marketing,
Communications, Operations and Customer Relations.

Predominantly, our Customer Relations Officers are responsible for interactions with
customers on social media. They also perform duties such as responding to emails, live
chat, SMS and answering telephones. Our Marketing posts are created by our Assistant
Marketing Manager who has a host of additional responsibilities associated with their
role.

8.
Can you please provide a job description of the job of the people who run your Twitter
account?

Please see attachments to this letter.
  Your right to seek a review

If you have made a request and are unhappy with the response from us (or have not had a
response), you have the right to request a review from us. You can do this by writing to the:

Managing Director
Edinburgh Trams
1 Myreton Drive
Edinburgh
EH12 9GF
Telephone: 0131 338 5774
Email: xxxxx@xxxxxxxxxxxxxx.xxx

Please note:
•  Your request must be in a recordable format (email, letter, audio tape etc.)
•  You have 40 working days upon receipt of this letter to ask for a review.
•  You wil  receive a full response to your review request within 20 working days of its
receipt.
•  Please quote the reference number above in any future communications.

Appealing to the Commissioner
If you have already been through the two steps of making your request and requesting a review
and are stil  not happy, you can appeal to the Scottish Information Commissioner
•  You must submit your complaint to the Commissioner within 6 months of receiving our
review response.

You can request an appeal by accessing the Online Appeal Service on the Commissioners’
website.   This is the best way to make an appeal, it provides help in real time and collects exactly
what the Commissioner needs so they can investigate your case quickly.

Click here to access the online appeal service. www.itspublicknowledge.info/Appeal

If you don’t wish to appeal online, you can contact the Commissioner. Your appeal must be in a
format that can be kept for future use, e.g. in writing, by email or a recording on an audio or
video tape.
Send your appeal by email
If you want to send your appeal by email, you should send your email to
xxxxxxxxx@xxxxxxxxxxxxxxxxxx.xxxx
Send your appeal by post
If you want to send your appeal by post, you should send your letter to:
Office of the Scottish Information Commissioner
Kinburn Castle
Doubledykes Road
St Andrews
Fife
KY16 9DS
If you need help making an appeal you can contact the Commissioner’s Office:
E-mail: xxxxxxxxx@xxxxxxxxxxxxxxxxxx.xxxx
Telephone: 01334 464610
You can find further information on making an appeal on the Commissioner’s website. Click here.
Website www.itspublicknowledge.info
Further information about your rights and accessing information is available on our website
(www.edinburghtrams.com) in the Freedom of Information Section.
Yours sincerely,
Tom Neil
Finance Manager

Online Interaction Policy

This  document  describes  the  guidelines  for  comment  moderation  and  online
interactions including emails and social media.
Edinburgh  Trams  has  a  number  of  online  communication  channels.  We  encourage
interaction from the public however we also ask that everyone respects the rules and
guidelines either in place by the social media network or as set out in our own policy.
We reserve the right to remove, ignore or block any activity or accounts that break
these rules.
We ask the public and company moderators to use online communication channels in
the spirit it was intended. By this we mean:
•
Be civil, tasteful & relevant
•
Do not use inappropriate language
•
Do  not  be  harassing,  defamatory,  violent,  aggressive,  libellous,
argumentative or discriminatory
•
Do not trol
•
Do not post from fake accounts
•
Do not spam
Edinburgh Trams is committed to the following standards:
•
Timeliness  –  we  will  respond  to  comments  (if  appropriate)  as  soon  as
possible.
•
Honesty – we will not attempt to hide the truth. We will be honest but
without being libellous.
•
Accuracy – if we make an error, we will be honest about it and do all we
can to correct it.
•
Integrity – we will be mindful of content posted in the public domain.
We will try not to be too formal or too scripted. Instead we will try convey individual’s
personality while respecting the company values to be Trusted, Innovative, Passionate
and Smart.
If you have been blocked, you can continue to contact us via one of our other channels.
Please refer to our ‘Contact Us’ page for more information.
Parent Document: Health & Safety Management System: ET.CRM.1.15 - Online Interaction

Customer Relations Officer
Reports to: Customer Experience Manager

1  Overall focus and purpose of role

To provide ‘Excel ence for Edinburgh’ by improving the overall customer experience through delivering an exceptional level of
communications  with  our  customers  and  colleagues.  This  will  primarily  be  achieved  by  managing  our  customer  comments
through traditional channels and other Operational Control Centre systems. Provide a key part in the delivery of operational
service  and  provide  accurate  information  to  customers  via  the  Team  Leaders  and  Ticketing  Services  Assistants  in  a  timely
manner. .

Note: In addition to these functions, employees are required to carry out such other duties as may reasonably be required
2  Key activities and deliverables

Key activities
Deliverables

Respond  to  all  communications  received  directly  from  Comments  should  be  responded  to  as  soon  as  practically
customers or from other sources. This includes  social media  possible  but  no  more  than  24  hours  later.  High  satisfaction
(Facebook,  Twitter,  Instagram,  TripAdvisor  and  Website  –  evidenced  through  Tram  Passenger  Survey,  ICS  UK  CSI  &
Live Chat), email, telephone, letter and Travelshops.
Mystery Shopper.

Respond  to  all  other  customer  requests  including  sales,  Requests should be responded to as soon as practically possible
refunds, mobility scooter permits and priority seating badges.  but  no  more  than  24  hours  later.  High  satisfaction  evidenced
through  Tram  Passenger  Survey,  ICS  UK  CSI  &  Mystery
Shopper.

Lead  on  Operations  Control  Centre  customer  &  colleague  High  satisfaction  evidenced  through  Tram  Passenger  Survey,
communications  systems  such  as  help  points,  PIDs,  PAs,  ICS  UK  CSI  &  Mystery  Shopper.  Customer  Relations
mass text messaging and depot intercom.
correspondence remain within KPI target.

Liaise with relevant departments to help collate responses to  Comments  should  be  responded  to  as  soon  as  practically
customer comments. This may include interviewing  TSAs or  possible  but  no  more  than  24  hours  later.  Comprehensive
seeking  information  from  3rd parties  such  as  Lothian  Buses,  responses  sent  with  few  complaints  being  escalated  to  Senior
City of Edinburgh Council, Parkeon, TRAMCO and INFRACO.    Customer Relations Officer.

Liaise  with  Team  Leaders  on  a  variety  of  operational  High  satisfaction  evidenced  through  Tram  Passenger  Survey,
activities, including customer service provisions and first line  ICS  UK  CSI  &  Mystery  Shopper.  Customer  Relations
maintenance of TVMs.
correspondence remain within KPI target.

Liaise  with  the  relevant  department  to  ensure  marketing  Less than 5% of comments being received being in regards to
information  is  up-to-date  including  website,  literature  and  provision of information.
vinyls.

Provide support to the Company as and when required. This  Positive  feedback  received  from  other  business  areas  about
includes performing duties out with your normal role where  your  contribution  to  the  team.  Spare  duties  are  utilised
appropriately  trained.  For  example,  supporting  the  wherever possible.
Operations  Control  Centre  during  times  of  disruption  or
covering reception or assisting with customer service and/or
revenue protection duties.

Log  all  customer  comments  received  as  per  the  customer  Weekly and period reports demonstrate response times in line
relations management system requirements.
with service standards. For example, replies within 24 hours.

Produce weekly and period reports.
Period  reports  delivered  to  Customer  Experience  Manager
within 48 hours of period end and of high quality.

Conduct in-house customer satisfaction surveys.
Evidenced  through  results  from  in-house  surveys  and  cross
checked  with  Tram  Passenger  Survey,  ICS  UK  CSI,  Mystery
Shopper and Customer Relations correspondence.

Champion  the  Company’s  vision  and  values  both  internally  Behaviours  demonstrated  are  in  line  with  Company  values;
and externally.
Trusted, Innovative, Passionate & Smart.

Aim to resolve customer complaints in your first response.
Comprehensive  responses  sent  with  few  request  for  further
information  and  even  fewer  complaints  being  escalated  to
Senior Customer Relations Officer.

Continually develop a suite of template customer responses.
Responses  to  be  comprehensive  with  few  requiring  further
information.
Page 1 of 3

Customer Relations Officer
Reports to: Customer Experience Manager

Provide  customer  feedback  to  relevant  departments  where  Heads  of  Departments  able  to  demonstrate  knowledge  of
appropriate.
common themes within their area.

Build  effective  relationships  with  col eagues,  service  Positive  feedback  received  internally  and  externally  through
providers, stakeholders and customers.
one-to-ones and client liaison meetings.

Ensure  competency  is  maintained  against  competency  Post  training,  all  staff  fully  competent  against  competency
standards for role.
management standards with no ‘R-Review’ outcomes issued

Support the team in terms of implementing and delivering a  Evidenced  through  Tram  Passenger  Survey,  ICS  UK  CSI,
strategic plan that improves customer experience.
Mystery Shopper & Customer Relations correspondence.

Assist  with  the  recruitment  of  new  Ticketing  Services  Employment  offers  made  to  candidates  of  high  quality  who
Assistance. For example, facilitating assessment centres and  positively contribute to the Company’s customer experience.
participating in interview panels.

4  Supervisory responsibilities/position in structure


Reports to Customer Experience Manager


Supports Senior Customer Relations Officer, Team Leaders, Controllers and Management & Support Team

This role has no direct reports.
5  Business/financial impact: Budgets, key numbers (e.g. headcount)
-
Prime (P): Controlling (shared accountability is only delegated)
-
Shared (S): Jointly accountable, exercising a controlling impact
-
Contributory (C): Interpreting, advising or facilitating
-
Remote (R): Information gathering or recording


Customer commendations/complaints (S):

Overall customer satisfaction (S)

Information provision (C)

Performance reporting (R)

6  Contacts Inside the Company
Contacts Outside the Company
Leading (L), Influencing (I), Contributing (C)


Ticketing Services Assistants (I)

Customers

TSA Team Leaders (I)

Infraco (Siemens)

Drivers (I)

Tramco (CAF)

Controllers (I)

City of Edinburgh Council

Duty Managers (I)

Parkeon

Management Team (C)

Lothian Buses

Admin Support (C)

7  Key Attributes – Essential (E) or Desirable (D)

Qualifications

Standard Grade in English Language and Mathematics or equivalent (E)
Experience

Significant experience of working with customers, while providing excellent customer service (E)

Significant experience of working within an environment where health and safety compliance impacted on the working
practises (E)

Experience in working within a call centre environment (D)
Page 2 of 3

Customer Relations Officer
Reports to: Customer Experience Manager

Experience in complaint handling particularly via email, telephone and social media (D)
Knowledge (all essential)

A working knowledge of operations within the transport sector, ideally rail or tramways.

A working knowledge of Microsoft Office applications

A knowledge of Edinburgh Trams ‘Ambassador for Edinburgh’ training
Skills and abilities (all essential)

Analyse, understand and communicates effectively with others verbally and in writing

Excellent customer focus

Question and interview others to establish facts, proof and evidence

Influencing, persuading and motivating others
Personal qualities (all essential)

Demonstrates emotional control and resilience

Demonstrates robust interpersonal skills (e.g. understanding, independence and fairness while focusing on business
needs and establishing professional boundaries)

Establish and maintain effective working relationships with others that fosters and propagates team working

Flexibility (in terms of working hours and scope of role)
Motivation (all essential)

Strong commitment to customer service excellence

Proactive approach to work focusing on continuous improvement

Prepared by:
Dean Anderson

Customer Experience Manager
16th October 2017

Approved by:
Sue Bucher

HR Manager
1st December 2017

Page 3 of 3

Assistant Marketing Manager

Reports to: Marketing Manager

1
Overall focus and purpose of role

To assist the Marketing Manager with the implementation of marketing plans across all business areas
where we have identified there is the potential to collect/generate more sales revenues.

Note: In addition to these functions, employees are required to carry out such other duties as may
reasonably be required
2
Key activities and deliverables

Key activities
Deliverables

Marketing Strategy Delivery

To assist the Marketing Manager with the
Follow plans and instructions to deliver the
delivery of marketing and sales activities
required outcome

Manage Sales Activities

Manage sales activities across the network and
Deliver sales activities identified by the
identify where additional opportunities may arise   management team and report any other
opportunities.

Manage sales at Edinburgh Airport

Ensure that our sales activity plan at Edinburgh
Deliver Airport sales activity plan
Airport are delivered

Ensure the availability of customer

information collateral across the network

Maintain the availability of customer information
Ensure collateral is available at all times and
collateral at our stockists
report when stocks require ordering.

Support the sales and organisation of group

or special bookings

Support the customer relations team with group
Assist with the booking process and facilitate
or special bookings
their travel requirements if needed

Maintaining relationships with event

organisers and stakeholders

To work with event organisers to ensure that
Build relationships with local stakeholders and
Edinburgh Trams has the best available
deliver the best possible outcomes. Ensure the
opportunities to increase sales
Marketing Manager receives feedback on
stakeholder expectations and experiences

Support the customer relations and revenue

protection team as and when required.

Work with the customer relations team, TSA’s
To provide additional support during events and
and event staff where required
for sales activities where required
4
Supervisory responsibilities/position in structure

  Reports to Marketing Manager (and Managing Director when Marketing Manager not
available).
  Supports the Marketing and Communications Officer
  Manages Ticketing Services Team Leaders and Assistants at the Airport and during events
Page 1 of 2

Assistant Marketing Manager

Reports to: Marketing Manager
5
Business/financial impact:
Prime (P): Controlling (shared accountability is only delegated)
Shared (S): Jointly accountable, exercising a controlling impact
Contributory (C): Interpreting, advising or facilitating
Remote (R): Information gathering or recording

  Contributes to management of the Marketing budget (C)
6
Contacts Inside the Company
Contacts Outside the Company

Leading (L), Influencing (I), Contributing (C)

  Marketing and Communications team (C)
  Edinburgh Airport (C)

  TSA’s at the Airport (I)
  Event organisers (I)

  Event staff (I)
  Other sales related stakeholders (I)

  Customer Relations staff (C)

7
Key Attributes – Essential (E) or Desirable (D)

Experience (All Essential)
  Experience in Sales and Marketing
  Experience in Event Management.
Skills and abilities (All Essential)
  Excellent written and verbal communication skills.
  Excellent interpersonal skills
  An ability to forge strong relationships with stakeholders.
  An innovative and critical approach to problem solving
Personal qualities (All Essential)
  Confident in dealing with customers and stakeholders
  Flexibility (in terms of working hours).

Prepared by:
Jamie Swift, Marketing Manager, 28th March 2018

Approved by:
Sue Bucher, HR Manager. 5th April 2018

Page 2 of 2

Document Outline